ITV Unlocks Hyper-Local Targeting for FMCG Brands Through Tesco Data Partnership
ITV has launched an innovative targeting solution enabling FMCG advertisers to tailor their TV campaigns based on regional purchasing habits. The initiative leverages anonymised first-party sales data from Tesco’s Clubcard loyalty program, offering brands the ability to serve ads at a postcode level through the ITVX streaming platform and across ITV’s addressable TV offering.
This partnership, a first of its kind in the UK, allows brands to optimise campaigns in 18 regional ITV macro areas, using real-time Tesco Clubcard data managed via Dunnhumby. It opens opportunities for advertisers to tailor messages based on actual local demand — a significant advancement over traditional demographic or panel-based targeting methods.
Marketers will gain access to insights from 20 million active Clubcard users, enabling deeper segmentation based on purchasing patterns. This capability supports geo-targeted messaging and provides a tangible link between TV ad delivery and in-store or online purchases, enhancing measurement accuracy and ROI visibility for FMCG brands.
The service is facilitated through LiveRamp’s data collaboration platform, which enables secure onboarding and matching of audiences between ITV and Tesco. This closed-loop measurement model ensures consumer data remains privacy-compliant while giving advertisers a clearer picture of campaign performance at a granular level.
For FMCG brands, the capacity to align advertising with actual sales hotspots presents a powerful tool for demand generation and brand uplift. It also creates new opportunities to test creative executions at a regional level, adjust media investments based on local effectiveness, and better understand the relationship between exposure and action.
ITV’s Director of Advanced Advertising, Rhys McLachlan, emphasised the strategic advantage this offers: “This is a genuine game changer for food and drink advertisers. For the first time ever, brands will be able to match campaign exposure directly with SKU-level sales performance – and to do so at scale.”
Following initial pilots throughout the summer, a full rollout is planned for autumn 2024, with the proposition positioned to appeal strongly to grocery, beverage, and CPG advertisers eager to increase media precision and drive measurable outcomes.